1. Co-Design Approach
By combining input from those with lived experience and those with professional expertise, the co-design method identifies and creates an outcome or product or service that will be most successful with the target audience. This is accomplished by encouraging all critical stakeholders, from experts to end users, to participate in the planning of successful mental health campaigns.
In a 2018 After Hours Crisis Campaign developed for the Murrumbidgee Primary Health Network, Juntos Marketing applied the co-design approach by running in-depth interviews, focus groups and a workshop with critical stakeholders. The consultation gave us deep insight into the target population, which then assisted with what the campaign should look like and helped us to refine the campaign objective.
The co-design approach is highly adaptable and is critical to connecting with your target population. When running focus groups, it helps to provide a clear brief, develop a detailed discussion guide and run as many groups as possible in order to get robust, high-quality research. It’s also important to respect and listen to the opinions of participants in order to gain their full input.
2. Multiple channels
An Integrated Communications Campaign (ICC) will allow you to communicate your key message in the most effective way possible. This term means that you will be using a variety of communication channels to spread your message.
When creating your ICC, carefully consider the best means by which to reach your target audience. Location, date, timing and context are all critical in determining the way in which the key message will be received. In most cases it is best to integrate a number of different channels to maximise the reach of your mental health campaigns.
Select pillars that will help build a broad reach and get your important message to as many members of the target audience as possible. Using a variety of different channels will maximise the reach of the campaign by accessing as many members of the target population as possible. This also helps to reinforce the message and improve recall among individuals by reminding them of services which they may need at a later time.
3. Different creative executions
Producing a wide range of creative materials means that the message can be used in a variety of situations and contexts, which in turn will increase the reach of the campaign. For the Murrumbidgee PHN campaign, Juntos Marketing developed a variety of creative executions including 30 second TVC and radio commercials, posters, post cards, and a variety of social tiles. The social tiles and GIFs were created so that stakeholders could support the campaign ‘on the ground’ by sharing and distributing the material on their own social media.